Year: 2025
Type: article
Abstract: Brand storytelling has become a powerful strategy in marketing. Instead of just showing product features, it helps brands connect with people through emotions, values, and shared ideas. This review looks at how storytelling shapes consumer perception. It discusses key theories like narrative transportation and schema theory, and explains how stories help build brand identity, increase emotional connection, and create lasting impressions. The paper also explores how digital platforms, and cultural backgrounds change the way stories are received. In the end, the review points out research gaps, including the need for long-term and cross-cultural studies, and suggests that future research should investigate personalization and new technologies like AR and VR. Storytelling, when done right, is not just creative-it helps people see, feel, and trust brands in a more profound way.
DOI: 10.54691/r177xt98
Author: Li Deng
Institution: University of Illinois Urbana-Champaign
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414450044
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